In the marketing world, the phrase “passion brand” refers to a product that has a passionate following among its customers. In addition to being loyal to the product, the customers also personally identify with it. If necessary, they will expend the time and energy to defend the product when someone criticizes it. The ownership of the product becomes a statement in and of itself — a statement that the customer has achieved a special status because of their affiliation with the product.
I’ve written before about how I was involved in music during my high school and college years. When I was a senior in high school, I formed a barbershop quartet with three of my friends. I did the same thing in college. While my high school quartet had a limited number of performances, my college quartet performed at several community functions and events.
On October 14, 2017, a headline on a news website caught my attention: “As everything around him burned, one Napa man’s house somehow survived.” The headline — and the article that followed — was published on the SFGATE.com website, a sister-site of the San Francisco Chronicle. Here’s how the article began: